Campaign Forecast Calculator

How to use it

1. Enter the total budget, the campaign length in days and the currency label.
2. In the Baseline tab, enter your expected CPM, CTR, lead conversion rate, qualification rate, customer conversion rate, revenue per customer and contribution margin. The appointment booking rate is optional.
3. Open the Conservative and Optimistic tabs: they are prefilled from the baseline, and you can edit any value to make a scenario independent.
4. Compare the three scenarios in the table, check the daily figures and the break-even point.
5. Copy the summary or export the comparison as a CSV. To plan audiences, creatives and tracking as well, continue in Campaign Lab.

How the forecast is calculated

• Impressions = Budget ÷ CPM × 1,000; Clicks = Impressions × CTR; Leads = Clicks × Lead conversion rate
• Qualified leads = Leads × Qualification rate; Appointments = Qualified leads × Booking rate; Customers = Appointments × Customer conversion rate
• CPL = Budget ÷ Leads; CAC = Budget ÷ Customers; Revenue = Customers × Revenue per customer; ROAS = Revenue ÷ Budget
• Contribution after ads = Revenue × Contribution margin − Budget
• Break-even customers = Budget ÷ (Revenue per customer × Contribution margin); highest CPL that breaks even = Budget ÷ leads needed at your funnel rates
• Scenario prefill: Conservative = CPM +20% and conversion rates −25%; Optimistic = CPM −20% and conversion rates +25% (capped at 100%)
• A blank appointment booking rate counts as 100%, meaning qualified leads go straight to the customer stage
• Example: ₹25,000 at ₹250 CPM, 1% CTR, 20% lead rate = 1,00,000 impressions, 1,000 clicks and 200 leads at ₹125 CPL; 40% qualified, 25% booked and 20% closed = 4 customers